破繭而出的品牌再造新能量 - primona夢幻雞 - Process普羅品牌顧問

Interview

New energy for rebranding out of a cocoon - primona dream chicken

Scientificizing Organic Farming and Selling Chicken Extract as a Fine Product

The international market is not a challenge, it's just a distance.

Huang Yongchun, a second-generation entrepreneur and brand director, who is re-launching his business under the name of "primona Dream Chicken", is speaking decisively with his second-generation's vigor and determination based on his family's previous generation's success in running an organic farm. In an era of economic take-off and increasingly convenient life, the pursuit of quantification and speed of globalization, want to eat healthy and worry-free has become a rare luxury; in the food safety crisis that everyone is afraid of, still insist on Taiwan's native breed of indigenous chickens, raising natural maturity period of up to 8 months, home-grown organic farming feed and inherited nine generations of their own feedlots in the top of the pyramid of consumer customers. In the hearts of consumers at the top of the pyramid, "Fool's Farm" in Shamkeng is a private place where many celebrities and noblewomen regularly visit to buy chicken meat and chicken essence.

However, from the first level of production and manufacturing, the second level of processing to the third level of service marketing, the second generation of Huang Yongchun, who has a background in advertising and marketing, shoulders the mission of the continuity and growth of the family business, therefore, with the determination of breaking the boat, he invites the internationally renowned branding consultant and design team, "Process", which spans Switzerland, Taiwan, and China, to redefine the new direction of the brand's future, through a comprehensive analysis, including in-depth interviews with the internal management team and the external international customer base, and organizing brand consensus workshops to jointly create a strategic direction to lay the foundation for the brand's future development and advancement to the international customer base. Through a comprehensive analysis, including in-depth interviews with the internal management team and external international customers, and organizing brand consensus workshops to create a strategic approach, we laid a solid foundation for the brand's future development and internationalization, and eventually completed the re-drafting of the entire CIS system, and even invested in the marketing application of the end of the brand image, flagship store remodeling, packaging design, website planning and other complicated and trivial details of the work. After completing the entire CIS system redefinition, and even investing in the end of marketing application such as brand image, flagship store remodeling, packaging design, website planning and other complicated details, the brand re-creation "primona Dream Chicken" was immediately recognized by the Korean national K-Design Award when it was introduced to the public.

In the process of this brand re-examination and transformation, from a simple store into a company, and then from a company into a brand, in fact, we just want to prove our own goodness very simply, and this is the original point and the original intention of our brand re-engineering.

Consumers generally think of farms as so-called tourist and leisure farms, but after the first and second levels of raw materials and manufacturing, it is a new test when it comes to the front end of actual contact with consumers. The ultimate goal of "Taiwan does not lack a farm, but needs an international brand" became the consensus between the owner and the brand planners in this corporate reengineering. In order to pave the way for future internationalization with the establishment of institutionalized system management, the process of combing through the veins also simultaneously clarifies the viewpoints of internal members, external partners, and major customer groups, and through scientific logic and systematic and quantitative analysis and summarization, it pinches and shapes the dawn of the brand's re-branding and future development.

The new brand identity outlines the posture of a healthy chicken with golden lines, and the navy background color creates a strong sense of visual solidity. The continuation of the navy background color of the warm velvet fabric and linear metal piping, the dramatic texture of natural marble lines and the British designer Tom Dixon, the most recognizable Copper Pendant Round chandelier are paired with each other to make the store pervade an elegant and natural aesthetic atmosphere. The flagship store is filled with an elegant and natural aesthetic atmosphere, where professional concierges can experience a world-class aesthetic and culinary baptism in the process of shopping.